Eh, but even in the Find Your Friends ad, where the guy is pretty nerdy and not conventionally cool (I mean he’s going to some cosplay festival), it is still po

Eh, but even in the Find Your Friends ad, where the guy is pretty nerdy and not conventionally cool (I mean he’s going to some cosplay festival), it is still portraying the main character as kind of… somebody you wouldn’t mind being, right? Like he’s doing something nerdy, dressing up in cosplay, but he’s doing it well, he’s got friends, businessmen get out of his way as he strides down the sidewalk. Some of the people he interact with don’t get him, but he doesn’t care. He’s nerdy but he’s living his best life. The Mac Mini ad is cute, and it portrays the Mac Mini as a sort of… little computer with over-the-top bravado. It is sort of self-effacing and tongue in cheek, like clearly the little computer is over-compensating for its small size with attitude. But it works somehow. Partly because it is the device, I think. I’m not imagining being the computer, I’m imagining being the user, so the over-eager awkwardness of the computer doesn’t reflect poorly on the “me” character. Partly I think because the computer is like… awkward but not unpleasant. There’s a big difference between being nerdy/awkward but embracing it, and being nerdy/awkward and a loser. Some of these new ads look more like the latter to me. The Bella Ramsey ones, IMO, they are not so bad, like she’s doing a “forgetful/absent minded but still successful” character and it kinda works. But one with the guy who can’t write a professional email and the lady who forgot a gift but wants to sneak into the nice moment, they didn’t work for me. You don’t want to be those characters, right?